Why the Traditional 'General-Market' Paradigm Is Dying

Brands Must Adapt to the 'New Majority Marketplace'

To say that the widely accepted multicultural marketing paradigm is outdated would be an understatement. In many cases, marketers are still employing the same ethnic strategies as the very first multicultural campaigns of the 1950s and 1960s -- step 1: identify the largest ethnic segment(s); step 2: assume that they engage with your category/brand differently than whites do; step 3: use a multicultural specialist to convey a targeted message relying heavily on in-culture casting and language, with a sprinkling of cultural nuances and passion points; step 4: be disappointed by (lackluster) return on (minimal) investment. (READ MORE)